Howard Street

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Howard Street


Description: Integrated Branding Campaign
Client: Rogers Park Business Alliance 
Year: 2013-2014


The Rogers Park Business Alliance needed needed neighborhood branding and an integrated campaign to create awareness of revitalization efforts on the Howard Street commercial corridor. The goal was to change perceptions about the neighborhood among residents and in adjacent communities. The connection between pedestrian traffic and local commerce informed an opportunity to develop a brand mark reinforcing Howard Street’s role as a transit hub. The resulting identity was delivered as a suite of assets accompanied by a nine-page guideline, including logo use and photo style.

To launch new brand, the “Hello Howard” campaign surprised, engaged, and transformed expectations by personifying Howard Street through up-close in-situ portraits of local small-business owners. The campaign launch included  social media, print, out-of-home, direct, on-premise marketing, and special events.

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Outdoor


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Brand Guideline


 

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Additional Campaign Elements


 

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Campaign Extensions

Based on the campaign’s impact, significant brand extensions were produced throughout the following year. These included events, seasonal out-of-home advertising, and a community garden created in partnership with the Peterson Garden Project.


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